牛津英语模块四课文原文.docx

牛津英语模块四课文原文.docx

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牛津英语模块四课文原文

Unit1Reading

Nowadays,wecanfindadvertisementsalmostwhereverwego.Wearesousedtothemthatweoftendonotevenrealizehowmanyweseeandhearinaday.Ididsomeresearchonadvertisements,andhavesomeveryimportantinformationtosharewithyou.

Whatisanadvertisement?

Anadvertisementuseswordsandpicturestopersuadepeopletobuyaproductorservice,ortobelieveinanidea.Newspapers,magazines,theInternet,radioandtelevisionarethemostcommonplacestofindthem.Therearetwomaintypesofadvertisements—commercialadvertisementsandpublicserviceadvertisements（PSAs）.Acommercialadvertisementisonewhichsomeonehaspaidfortoadvertiseaproductorservice.PSAsareoftenrunforfree,andaremeanttoeducatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare.

Doesanadvertisementtellpeoplethecompletetruth?

Therearelawstoprotectpeoplefromadvertisementsthatcheatpeople.However,westillmustbeawareoftheskilfulmethodsusedinadstotryandsellusthings.Evenifanaddoesnotlie,itdoesnotmeanitisaltogetherinnocent.Onetoothpasteaddeclares,'Bright-Teethfightsbadbreath!

'Thisstatementtriestofoolyouintoassumingthatthetoothpastecuresbadbreath,yetitdoesnotsaythat!

Allitsaysisthatitfightsit,andthatisnotthesamethingatall.Onegrocerytellscustomers,'Youareproudofyourcooking,soshouldn’tyoubuytheveryfreshestfood?

'Thisadisveryclever,becauseittellscustomerstheyaregoodcooks.However,itneversaysthatthisgroceryhasthefreshestfood!

Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleasedwiththenicecomment,rememberthewords‘freshestfood1,andmakeamentalconnectionwiththefoodinthegrocery.Wemustnotfall25forthiskindoftrick!

Publicserviceadvertisements

Notalladsplaytricksonusthough.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage,buttheyaremadetoservethepublic.

PSAsaimtoteachusandhelpusleadbetterlives.Ourgovernmentunderstands30thisandhasbeenusingPSAstoeducatepeopleformanyyears.Chinabegananationwidepublicserviceadvertisingcampaignin1996,andsincethenvarioustypesofPSAshaveappearedaroundthecountry.Youhaveprobablyseenorheardsomeofthemyourself,suchas,‘Yestolife,notodrugs'and‘Knowledgechangeslife，.Theseadsdealwithwidespreadsocialconcerns.TherearealsoPSAsthat35encouragepeopletosupportpublicserviceprojects,suchasProjectHope.ItsmottoisProjectHope—educatingeverychild'.ThereareevenPSAstoteachushowtolivehealthylives.Oneoftheseis,'Whenyousmokecigarettes,youareslowlykillingyourself.’Alloftheseadsaremeanttobenefitthepublic,andyoucanoftenlearnalotbyfollowingtheadvicetheygive.

Finally,Iwishtotellyouthis:

thinkaboutwhyyoushoulddothethingstheadsuggests,orbuytheproductorservicetheadpromotes.Whenitcomestoadvertisements,wemustalluseourintelligenceandnotbeaslavetothem!

Unit1Project

Howdoyoubuildanadcampaign?

Unlikeasingleadvertisement,anadcampaignisaplannedprogrammeofadvertisementsusingvariouskindsofadstoreachacertainaudience.Whenyoustartasuccessfuladcampaign,youmusthaveaclearaimandanaudienceinmind.Itisimportanttofigureoutexactlywhatyouwanttotelltheaudienceandwhatyouaretryingtogetthemtodo.Inanadcampaignyou.mayneedtoemploydifferentkindsofmedia,includingposters,newspapers,magazines,radioandtelevision.

Therearethreemajorquestionsyoumustfirstconsider:

1.Whoistheaudienceforyouradcampaign?

Thepeopleyouwanttoreachareyourtargetaudience.Inordertodetermineyouraudience,youwillneedtodoalittleresearchandanalysisinadvance.Youwillneedtoexplorewhattheaudiencealreadythinks.Itisveryimportanttoknowyouraudiencesoyoucancreatetherightmessagefortherightpeople.

2.Whatdoyouwantyouradcampaigntosay?

Afteryouhavedecidedwhoyouraudienceis,itistimetodecidewhatyouwanttheaudiencetoknoworthinkabout.Itisimportanttoalwaystrytoappealtotheaudienceinordertogetthemtoreactinacertainway.Youcangatherthisinformationfromyourresearch.Whenplanningapublicwelfarecampaign,youmaywanttoaskyourself:

?

Whatdoesmyaudiencealreadyknowaboutthisproblem?

?

Whataspectsofthisproblemwouldtheycareaboutorbeconcernedwith?

?

Istheresomehistorybehindtheproblemthattheywouldbeinterestedin?

?

Howdoestheproblempersonallyaffecttheirlives?

3.Howdoyoureachyouraudience?

Therearelotsofdifferentwaystogetyourmessageacrosswhenyouareputtingtogetheranadcampaign.Youmustdecidewhat,approachyouwanttouse.Thisdecisionshoulddependmainlyonyourtargetaudienceandwhichkindsofadsreachthatgroupbest，

Anti-smokingadcampaign

Everyyearmillionsofpeoplearoundtheworlddieduetosmoking.EverypocketofcontainspoisonouschemicalsthatcanresultinlungCancerandheartdisease.Thiscostscountriesalotofmoneyandcausesgreatdamagetothewelfareofthepeople.TherearehugenumbersofsmokersinAsia,Thisiswhywehavechosenanti-smokingasthesubjectofouradcampaign.

Thetargetaudienceishigh-schoolteenagers.Ourmainaimistodiscourageyoungpeoplefromsmoking.Ourresearchshowsthatyoungpeoplecareabouttheirhealthandfuture.Wewilleducatethemaboutthebadphysicaleffectsofsmokingandhowsmokingaffectsthosepeoplearoundthem.Wewillexplainalltheadvantagesofnotsmoking,suchassavingmoneywhichcanthenbespentonotherthings.Ourinterviewsalsoindicatethatyoungpeopleareconcernedaboutwhatiscoolandwhattheirfriendslike.Wewillshowhowsmokingisnotcoolorattractive,becauseitmakespeoplesmellterrible,andgivesthembadteeth,skinandfingernails.Ifwecanconvinceyoungpeoplenottostart,theymightthenurgetheirparentsandotherpeopletogiveupsmoking,too.

Ourcampaignwillstarton31May,WorldNoTobaccoDay.Wewillputlargepostersaroundtheschoolwithourlogoandslogan.Ourwebsitewillprovidestudentswithmoreinformationaboutsmoking.Wewillalsopublishanarticleintheschoolmagazineinformingstudentsaboutthedangersofsmoking,andwewillorganizeanessaycompetitionaswell.

Ourslogan:

Smokingkills!

Manypeoplethinkthatsmokingiscoolorenjoyable,buttheyarenotfullyawareofthedamagethatitdoestotheirhealth.Thisiswhywechoosethispictureasourlogo.Wewanttoshockpeopleintorealizingthatmanysmokersdiealltoosoonfromillnessesanddiseasesrelatedtosmoking.

Unit2Reading

TheOlympicGames

Goodafternoon,studentsandteachers.AsamemberoftheInternationalOlympicCommittee,IamdelightedtohavebeeninvitedtoyourschooltotalktoyouaboutthehistoryandsignificanceoftheOlympicGames.I'llsharesomeinterestingfactsandstorieswithyou,andthenwe'llhavetimeforquestions.

DoyouknowwhentheancientOlympicGamesbegan?

Itwasintheyear776BC.TheywereheldatOlympiainGreeceeveryfouryears,foralmost12centuries,untilAD394.

SomeofthesportsfromtheancientOlympicsarestillseentoday,suchasthelongjump,wrestlingandrunning.AttheancientOlympics,bytraditiontheathleteswereallmenandtheyhadtocompetewearingnoclothes.Singlewomenwereallowedtotakepartintheirowncompetition,ataseparatefestivalinhonourofHera,thewifeoftheGreekgodZeus.Today,bothmaleandfemaleathletesfromaroundtheworldcantakepart,nomatterwhatnationtheycomefrom.

ThecontemporaryOlympicswerefirstheldin1896,inAthens.ItwasaFrenchman,PierredeCoubertin,whobroughttheOlympicsbacktolife.HedreamtthattheOlympicswouldmakeitpossibleforpeopleofallcountriestolivesidebysideinpeace.Nowpeopleallovertheworldarehelpingtorealizethisdream.Amongthemaremanywell-knownathletes.

Didyouknowthatperhapsthemostfamousboxerofalltimefirstcametopublicattentionduringthe1960RomeOlympics?

HewonthegoldmedalfortheUSA,underhisbirthnameCassiusClay.Afterwards,thisyoungmanwentontowintheWorldHeavyweightBoxingChampionshipin1964andlaterchangedhisnametotheoneweallknow,MuhammadAli.HereturnedtotheOlympicGamesinAtlantain1996tolighttheOlympicflameattheopeningceremony.

AnothersportsstarIwouldliketomentionisMichaelJordan.EveryoneknowsofhissuccessintheNBA,butdoyouknowthathehelpedtheUSAbasketballteamwinthegoldmedalatthe1984LosAngelesOlympics?

JordanalsoreturnedtotheOlympicsaftermanyyears,butunlikeMuhammadAli,hewasstillcompetingformedals.Atthe1992BarcelonaOlympics,JordanwonhissecondOlympicgoldmedalasamemberoftheso-called'DreamTeam'.

ChineseathleteshavealsomadeimportantcontributionstotheOlympicGames.Atthe1984LosAngelesOlympics,thePeople'sRepublicofChinareturnedtotheOlympicsafter32years'absence.IamsurethewholeofChinamusthavefeltproudwhenXuHaifengwonthefirstgoldmedalforhiscountry.DengYaping,whowonfourOlympicgoldmedalsin1992and1996,isperhapsthegreatestfemaletabletennisplayertheworldhaseverseen.Atthe2004AthensOlympicGames,LiuXiangexcitedpeoplealloverAsiawhenhebecamethefirstAsiantowinthegoldmedalinthemen's110-metrehurdles.

TheChineseledthewayatthe2008BeijingOlympics,winning51goldmedals.Forthefirsttimeinhistory,theChinesewomen'sgymnasticsteamwonthegoldmedal.However,theathletethatsomepeopleremembermostwasZhan